Digital Darwinism and Digital Dinosaurs
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Presentation delivered to the Strathclyde Business School MBA Alumni and others, Abu Dhabi, Friday 21st February, 2014
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Digital Darwinism and Digital Dinosaurs
- 1. DIGITAL DARWINISM AND DIGITAL DINOSAURS Dr Jim Hamill www.energise2-0.com @DrJimHamill www.linkedin.com/in/drjimhamill
- 2. A conversation not a broadcast presentation ENERGISE2-0.COM
- 3. Theme for Today Business & Personal Success in an Era of Disruptive Technologies ENERGISE2-0.COM
- 4. Social Media Revolution 2013 ENERGISE2-0.COM
- 5. What do the following companies/products have in common? ENERGISE2-0.COM
- 7. What about these ones? ENERGISE2-0.COM
- 8. Digital Dinosaurs All have become (or could become) Digital Dinosaurs due to their failure to adapt to Disruptive Technologies ENERGISE2-0.COM
- 9. What Does HMV Stand For? ENERGISE2-0.COM
- 12. Who Will Be The Next Dinosaur? ENERGISE2-0.COM
- 15. Who Will Be Next? ENERGISE2-0.COM
- 17. The Future of Education ENERGISE2-0.COM
- 18. Spot the Dinosaur ENERGISE2-0.COM
- 19. The Future of Higher Education? ENERGISE2-0.COM
- 27. Why Now? Social Media + Mobile + The Cloud + Big Data + Gen C = The End of Business as Usual ENERGISE2-0.COM
- 29. The Connected Customer is also the Connected Employee ENERGISE2-0.COM
- 32. Social Media – Big in MENA ENERGISE2-0.COM
- 33. No organisation too big to fail, nor too small to succeed ENERGISE2-0.COM
- 34. Do we need to adapt or die? ENERGISE2-0.COM
- 36. Customer empowerment and the declining effectiveness of traditional approaches to sales and marketing ENERGISE2-0.COM
- 37. Power Shift Social media empowers customers, empowers the network We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
- 38. Brian Solis - Ultimate Moment of Truth ENERGISE2-0.COM
- 39. Rethinking Marketing & PR Unlearn marketing New ‘mindset’ required Stop telling people how good we are. Prove it. A shift from Outbound Marketing to Inbound/Content Based Marketing ENERGISE2-0.COM
- 41. Old Marketing (Outbound) • Propaganda marketing – this is how great our product/service is, now buy it • Interruption marketing – direct mail, advertising • One way shouting AT customers • Short term sales/campaign driven • Channels – Print Ads: TV/Radio Ads; Cold Calling; eMail Blasts; Online Advertising; Web Sites that talk AT you ENERGISE2-0.COM
- 42. Reality Check Customers are no longer passive sheep ENERGISE2-0.COM
- 43. Inbound/Content Marketing • Content is King! – But content is only ‘great’ if it adds value to the customer so…. • Customer is King! Adopt a customer led approach • Produce great content that is ‘Customer Led’; Authentic; Compelling; Entertaining; Surprising; Valuable; Interesting • Establish your company as a ‘thought leader’ – a ‘trusted resource’ • Produce great content and your customer will come to you. Produce really great content and they will share it • Key channels are …………….. ENERGISE2-0.COM
- 45. Inbound/Content Marketing • Overall objective is to ignite or elevate your business through great content • Sell without selling • Build a quality online network – a quality customer base through high value content and engagement • Great content drives conversation. Conversation drives engagement. Engagement drives sales • Great, customer led content is a Competitive Advantage ENERGISE2-0.COM
- 46. The Elevation Principle Great Content + Other People – Marketing Messages = Growth ENERGISE2-0.COM
- 47. Great Content Ignites Your Business ENERGISE2-0.COM
- 48. Create Music Not Noise ENERGISE2-0.COM
- 49. The Importance of Key Influencers ENERGISE2-0.COM
- 50. Constantly connected customers (especially Digital Natives) require constantly connected Social Customer Service Excellence ENERGISE2-0.COM
- 52. Rupert Did Not Assimilate Too Well - $580m Failed Acquisition ENERGISE2-0.COM
- 56. Email has become a productivity buster – there is a better way of doing business ………become a Social Business ENERGISE2-0.COM
- 57. The times they are a changin' • Current leading-edge thinking is that we are on the verge of another tectonic shift: from Social Media to Social Business • A Social Business is one that develops innovative new work methods and processes by applying social thinking, social strategy, social culture, social organisation and social technologies to everything it does (internally as well as externally) • Organisations who ‘get this’ will survive and prosper those who don’t will become 21st century dinosaurs ENERGISE2-0.COM
- 58. Do You Need to Become Social? • Are you struggling with too many emails? • Attending too many meaningless meetings? • Wasting time looking for that file/information you know you have? • Dealing with more discerning and demanding customers? • Do you feel disengaged? ENERGISE2-0.COM
- 59. Do You Need to Become Social? • Can improvements be made in internal communications? • Improvements in knowledge sharing and business processes? • Improvements in external communications? • Faster response times? • Is your organisational structure too hierarchical? Does it encourage innovation? ENERGISE2-0.COM
- 62. Global Workforce Survey 2012 ENERGISE2-0.COM
- 64. A Better Way to Collaborate ENERGISE2-0.COM
- 66. Social media and career development: build your own personal brand online ENERGISE2-0.COM
- 67. SM for Career Development Effective use of Social Media is becoming ‘mission critical’ to your career development: Employers are increasingly using SM in recruitment Brand differentiation – innovative use of SM will help you stand out from the crowd A new approach to recruitment/career development based on relationships and networking Improves the effectiveness and efficiency of your efforts through ‘attraction based’ marketing v. the traditional approach to applying for jobs ENERGISE2-0.COM
- 68. Traditional Approach • Develop a resume/CV and covering letter • Search/find vacancies • Submit CV/covering letter for available job or ‘on spec’ • Wait for the phone call/email that never comes because the job market is becoming increasingly competitive Same as above but go through an agency/online job site ENERGISE2-0.COM
- 70. Social Media for Recruitment http://mashable.com/2011/08/28/social-media-recruiting-infographic ENERGISE2-0.COM
- 71. A New Approach Built Around Your Online Brand Identity/Digital Footprint ENERGISE2-0.COM
- 72. Suggested Approach Use Social Media to: • Search/listen/keep an ear to the ground • Build your personal brand, differentiate, stand out from the crowd • Identify, join, lurk, participate in relevant forums, groups • Actively engage/network – build relationships • Leverage ‘attraction’ based marketing • Monitor performance and ‘buzz’ ENERGISE2-0.COM
- 73. Build your Personal Brand, Differentiate, Stand Out from the Crowd ENERGISE2-0.COM
- 74. Main Channels • • • • • • • Personal blog for ‘telling your story’ Twitter for conversations Linkedin for professional networking Facebook for personal stuff (but be careful, very careful) Google + - the ‘new kid on the block’ Develop a Youtube Channel including your own video e.g. presentations Your resume/CV as an Infographic ENERGISE2-0.COM
- 78. Follow Best Practice • • • • • • • • • • Add value Don’t SHOUT Talk WITH rather than AT Listen first Don’t be a show off Don’t get angry or respond in an aggressive way Be careful of your ‘digital footprint’ Don’t spam or over post Don’t underestimate the power of the network Hang out in the right places with the right people ENERGISE2-0.COM
- 79. Be Social ‘Be Social Before Doing Social’ ENERGISE2-0.COM
- 80. Some Useful Tools and Apps ENERGISE2-0.COM
- 81. Some Useful Tools and Apps • • • • • • • Feedly for Social Media Listening Pocket for bookmarking content BufferApp for scheduling posts Mention for monitoring brand sentiment Hootsuite as your Social Media Management Dashboard Wordpress for blogging Internal networking and collaboration tools e.g. Yammer; Salesforce Chatter (Social Business) ENERGISE2-0.COM
- 82. SM Skills a Must for MBAs ENERGISE2-0.COM
- 83. Bob Dylan (Mashed Up ) Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’ ENERGISE2-0.COM
- 85. Adapt or Die Are we changing quickly enough? Are we ready? International competitors? ENERGISE2-0.COM
- 86. What road are we on? ENERGISE2-0.COM
- 87. ENERGISE2-0.COM
- 88. The End of Business as Usual ‘Winners’ will be those organisations who fully utilise the interactive power of social technologies for engaging with and energising customer, employee and partner relationships ENERGISE2-0.COM
- 90. ‘Social Media Planning Pays’ Strategy Drives Tactics: Never the Other Way Round ENERGISE2-0.COM